Imagine a world without Ben & Jerry’s! If bagel-making equipment hadn’t been so costly, we might be munching on pretzel and caramel bite bagels instead of ice cream. When Ben Cohen and Jerry Greenfield were struggling in their careers (pottery and medicine, respectively), they decided to open a bagel shop. However, the machinery was too expensive, so they took a $5 ice cream-making course at Penn State University. They chose their first location in Burmingham, a college town lacking local ice cream shops.
In 1978, with tight funds, they bought a gas station and converted it into their first shop. Greenfield and Cohen each contributed $4,000, with part of Cohen’s coming from his father, and they took out a $4,000 loan to get started. Despite experimenting with other foods like crepes and soups, their ice cream became the main attraction.
Cohen’s poor sense of smell became a secret weapon. Unable to taste subtle flavors, he relied on bold, intense flavors that stood out. Their marketing, based on reading inexpensive brochures, emphasized indulgence with a relatable image. With help from major publications like Time and Life magazines, they gained traction.
However, when Pillsbury’s Haagan-Dazs felt threatened by Ben & Jerry’s success, they pressured distributors to drop the brand. Lacking funds for a lawsuit, Cohen and Greenfield launched a “What’s the Doughboy Afraid Of?” campaign, rallying public support and forcing Pillsbury to back down. This campaign not only defended their brand but also boosted their visibility. By 2000, Ben & Jerry’s was sold for billions, allowing Cohen and Greenfield to step down and transforming the company into a global ice cream powerhouse.
We should understand that Cohen and Greenfield began as broke college dropouts with a vague business idea, no formal business education, and a $5 ice cream-making course. So how did they become ice cream giants? Through sheer perseverance and trial and error. Companies like Ben & Jerry’s that rise from humble beginnings are often defined by their determination. Despite challenges—whether it was the high cost of bagel-making equipment, difficult gas station renovations, or threats from Pillsbury—they persisted. Their relentless effort eventually paid off, leading them to remarkable success
